Sunny KumarUX Director Grand Union

USER

USER

Today

1. Value of UX2. Doing UX

UX perspective

UX perspective

UX perspective

“To be user centric”

Value of UX

Nov 2010 : Expedia reported

Name*: Company:Address*:Credit card number*:

Value of UX

This reportedly cost $12million in lost sales!

Value of UX

This increased sales by $15 million in the first month!

Nov 2009 : Macy’s reported

Why do it?

$300 million in the first year!

Value of UX

From To

Value of UX

From To

Value of UX

From To

Doing UX

Key steps

Doing UX

Stakeholder working meetings

Card sorting workshops

In-depth interviews

Requirements / results analysis

Doing UX – Analysis

Stakeholder working meetings

In-depth interviews

Requirements / results analysis

Doing UX – Analysis

• Key stake holder meetings to drive out objectives and requirements

• Internal & ExternalCard sorting workshops

Stakeholder working meetings

In-depth interviews

Requirements / results analysis

Doing UX – Analysis

• Open • Closed

Card sorting workshops

Stakeholder working meetings

In-depth interviews

Requirements / results analysis

Doing UX – Analysis

• Open-ended questions• Semi-structured format• Seek understanding & interpretation • Conversational

Card sorting workshops

Doing UX – Analysis

Requirements / results analysis

Doing UX – Analysis

Requirements / results analysis

Doing UX – Analysis

Requirements / results analysis

Contextual inquiry

Data analysis

Usability / competitor / best practice reviews

Surveys

Doing UX – Research

Contextual inquiry

Data analysis

Usability / competitor / best practice reviews

Surveys

Doing UX – Research

• Observing users in context

Contextual inquiry

Data analysis

Usability / competitor / best practice reviews

Surveys

Doing UX – Research

• Online stats ,usage and drop off points • Measurement and results

Usability / competitor / best practice reviews

Doing UX – Research

Contextual inquiry

Data analysis

Usability / competitor / best practice reviews

Surveys

Doing UX – Research

• Online surveys• Real world surveys

Segmentation analysis / Persona development

Story boarding / user journey development

Concept mapping

Process flow definitions

Site taxonomy / Navigation definition

Wireframe development / Functional specification

Content matrix / content strategy

Doing UX – Solution design

Segmentation analysis / Persona development

Doing UX – Solution design

Story boarding / user journey development

Doing UX – Solution design

Doing UX – Solution design

Concept mapping

Process flow definitions

Doing UX – Solution design

Doing UX – Solution design

Site taxonomy / Navigation definition

Doing UX – Solution design

 

Navigation Level 1

NavigationLevel 2

NavigationLevel 3

1.0 Home Dining      1.1 Buffet     1.1.1 Sandwiches   1.1.2 Shellfish and Seafood   1.1.3 Canapes and Sushi   1.1.4 Pâtés, Pies and Cooked Meats    1.1.5 Quiches and Tarts   1.1.6 Salads   1.1.7 Pizzas   1.1.8 Desserts   1.1.9 Cakes and Biscuits   1.1.10 Platters   1.1.11 Pastas and Risottos   1.1.12 Accessories   1.1.13 Fruit   1.1.14 Online Invites   1.1.15 Canape Calculator Tool   1.1.16 4 day service info

   1.1.17 Link to food and wine matching tool

   1.1.18 Party Planning Countdown   1.1.19 Wine expert content  1.2 Cuisine     1.2.1 Indian Selections   1.2.2 Chinese Selections   1.2.3 Italian Selections   1.2.4 Thai Selections   1.2.5 Greek Selections   1.2.6 French Selections   1.2.7 British Selections   1.2.8 Spanish Selections   1.2.9 Japanese Selections

   1.2.10 Link to food and wine matching tool

   1.2.11 Wine expert content   1.2.12 Canape Calculator Tool  1.3 Starters     1.3.1 Salads   1.3.2 Pork Starters   1.3.3 Chicken Starters   1.3.4 Lamb Starters   1.3.5 Duck Starters   1.3.6 Seafood Starters   1.3.7 Beef Starters   1.3.8 Canapes and Sushi

Facets

Wireframe development / Functional specification

Doing UX – Solution design

Doing UX – Solution design

Content matrix / content strategy

Doing UX – Solution design

Paper based testing

Prototype / website usability testing

Focus group facilitation

Multi variant testing

Doing UX – Testing

• One-on-one short scenario tests using Hi-Fi wireframes

Paper based testing

Prototype / website usability testing

Focus group facilitation

Multi variant testing

Doing UX – Testing

• One-on-one scenario testsusing click through wireframes

Doing UX – Testing

Doing UX – Testing

Recommendation

•Make the buyers guide an on-page feature rather than a separately linked page.

Buyers guide signposting needs to be more effective

• Few respondents saw the buyers guide link within the category page

Usability: low Salesmanship: low

Paper based testing

Prototype / website usability testing

Focus group facilitation

Multi variant testing

Doing UX – Testing

• Target audience feedback

Multi variant testing

Doing UX – Testing

“20 years of usability engineering experience have shown that it’s impossible to design the perfect user interface on the first try” Jacob Nielsen

Layout 4 Layout 8

Layout 1Layout 3Layout 6

Doing UX

Doing UX

Web / mobile / App development project

Sunny KumarUX Director Grand Union

Sundeepk@thegrandunion.comLinkedin.com/in/sunnykumar

Thank you.